“We have understood Audience Development as a complex system, with policymakers and practitioners sharing responsibility. Just as audiences are multiple and diverse, the people responsible for meeting their cultural needs have different competences” (1)

“..finding an appropriate balance between audience and artistic objectives means – necessarily – some kind of change. The proposed Tools are to be used freely keeping in mind that each organisation must first be fully aware of what role audiences have in the organisation’s mission” (5)